If you have a seasonal product, is it best to run promotions during the core selling season or during the down season? I’ve been analyzing this exact question for a customer this week and the data can make a case for both approaches. On the one hand, it seems like running a promotion like a rebate or floor display during the key selling season makes sense. In that case, the promotion is timed to when the consumer is likely to purchase your product. Or at least be thinking about it. On the other hand, if the consumer is likely to purchase your product during the key selling season anyhow, perhaps managing inventory and avoiding out of stock is the right strategy. If promotions are aimed at the non-core selling season when demand is historically low, doesn’t that provide the opportunity to increase sales? It’s a difficult question and I’d be interested in hearing Brand Managers experiences and insights.
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